Survey content on the topic of Vietnam tourism project development

Inspection Report on Tourism Projects

Inspection Report on Tourism Projects 2009-02-03 22:17:57

Recently, we conducted an inspection on tourism-related projects in Liuzhou A preliminary inspection was carried out, including Jiangbin Park, Liuhou Park, Yufeng Mountain, Ma'anshan, Strange Stone Museum, Longtan, Agricultural Sightseeing Park, Rongshui County Beijiang Scenery, Goutan Miao Village, Sanjiang County Drum Tower and National Square, Chengyang Bazhai (Dong ethnic group) *** 11 scenic spots in three counties.

Only based on superficial literature research and casual inspection, it is inevitable to make a diagnosis of the current situation of Liuzhou tourism and make suggestions for its future development. However, in order to further promote the work, we first I have sorted out the preliminary ideas that need to be demonstrated, and I hope it can be used as a starting point. If there is any inappropriateness, please give me some advice and valuable opinions.

(1) Preliminary diagnosis and several suggestions for tourism in Liuzhou 1. From the district to the whole country, Liuzhou has not yet become a true tourist destination, and it has not systematically regarded itself as a tourist destination in the past. Planning, construction and operation:

1. So far, the most general impression Liuzhou has given people is that it is a coffin, a railway hub, and an industrial city, such as Liugong and Wuling. The initial impression is still of "die in Liuzhou" and the precious coffins that are famous all over the world in history, followed by modern well-known industrial brands, such as Liugong, Wuling, Golden Throat, Liangmianzhen, etc. Few people want to travel to Liuzhou, and few know what wonderful and unique tourist attractions there are in Liuzhou, so they have the urge to travel.

2. Liuzhou is the largest industrial city in Guangxi. It has formed an urban life where industrial workers are the main body, and is centered on industrial supporting facilities, industrial layout, industrial product procurement, production, inventory, transportation and sales. On this basis, the tertiary industries such as food, housing, transportation, shopping, and entertainment have emerged to provide supporting services. This urban economic structure was born out of industrialized society and was spontaneously formed by industrialized society. It can no longer meet the requirements of post-industrial society. Shanghai has transformed from a typical old industrial city to an emerging city with finance as its core and equal emphasis on information, commerce, transportation and tourism. It is a model that keeps pace with the times. Liuzhou is still in the early stages of industrial structure adjustment. The traditional concept of industrial society has become a major obstacle to the development of Liuzhou's economy, especially the tourism industry. The tourism industry's due position in the national economy and its huge role in the subsequent development of Liuzhou's cities and towns It has not yet been recognized by governments at all levels and the whole society. This is the fundamental reason for the large gap between Liuzhou and Guilin, Nanning and Beihai in terms of formulation and implementation of tourism development strategies.

3. Liuzhou has never positioned its development goal to become a well-known tourist destination in Guangxi or even the country (on the contrary, it has always been regarded as an important source of tourists in Guangxi). Therefore, in In the years of regional planning, infrastructure construction and industrial development, it has failed to follow its own laws of tourism industry development and use government leadership to strongly promote the planning, planning, design, construction and marketing of tourist destinations.

4. The newly compiled tourism industry master plan has established the concept of planning Liuzhou as a tourist destination. However, whether the government can regard the tourism industry as a power source and economic growth pole for more strategic industrial restructuring, increase planning and planning, and strengthen policy guidance and investment support is the key to Liuzhou's rapid breakthrough in tourism.

2. The sequelae of urban industrialization are serious, and the construction of an excellent tourist city has a long way to go

1. Liuzhou City, which was formed under the concept of industrialization, has many problems in the human settlement environment. For example: environmental pollution, unbalanced layout, high-density buildings, building structure and color, protection of historical and cultural relics, etc.

2. In Liuzhou, an industrial city, parks have become urban residents’ self-space for leisure, entertainment, and fitness; roads carry too much logistics; culture and art have not yet been fully displayed and developed; non-material production The value recognition is not high; the passenger flow stays for a short time.

3. Insufficient investment in cultural protection and construction of famous historical and cultural cities. The software and hardware conditions that reflect the city’s tourism functions (especially the vacation and leisure functions that occupy the mainstream position of modern tourism) are poor and are inconsistent with the characteristics of excellent tourist cities. There is a large distance between them in substantive connotation.

3. Problems of product aging and low-level and low-level development of resources

1. Scenic spots built in the early stage such as the Liu Sanjie Singing Place in Yufeng Mountain and the cable car connecting Ma'an Mountain, Dalongtan's Ethnic Park (Miao Family Deep, Dong Drum Tower, etc.), Beijiang Lankou Ferry and Goutan Miao Village tourist attractions and other projects, the products are seriously aging, tourist participation is low, the stay time is insufficient, the consumption link is poor, and they are urgently needed Carry out upgrades.

2. Really high-grade tourism resources, such as Sanjiang County’s Dong multi-part chorus, Lusheng and other art forms, festival activities, colorful folk customs such as fireworks, bullfighting, and horse fighting, Drum Tower, Ethnic buildings such as Diaojiaolou and Fengyu Bridge, as well as the original ecological village lifestyle, are Liuzhou's most potential tourism resources. However, the level and degree of development are very low, and accessibility and residence conditions are poor. This includes Yuanbao Mountain, Shengtang Mountain, etc. in the mountain scenery, and the Yao, Miao, and Dong villages in the village. At the same time, it lacks a beautiful water scenery belt (compared to Yangshuo, Guilin).

4. Huge resource potential, especially folk customs as a unique selling point

1. Although Liuzhou has not really become a tourist destination yet, through this short inspection, we believe that : Liuzhou has superior tourism resource conditions and regional market access, and is fully capable of becoming a well-known international tourist destination.

2. Liuzhou urban area has a good foundation for tourism reception, has a leisurely and peaceful atmosphere full of Lingnan culture, and has the main links of the tourism industry including accommodation, sightseeing, shopping, catering, and entertainment ( need to be carefully designed and improved respectively), and have some scenic spots that already have a certain degree of popularity. Through the new integration of resources, landscapes, products, services, images, brands and other industrial elements, it is entirely possible to form a strong urban vacation, leisure and sightseeing tourism attraction. At the same time, Longtan, Dole, Lowe and other areas have sufficient conditions to be integrated into leisure resorts through innovative planning and design.

3. Sanjiang Dong architectural art (well-known brands Chengyang Fengyu Bridge, Ba Tuan Fengyu Bridge, Ma Pang Drum Tower), Da Ge (multi-voice chorus art), festival folk customs and Dong villages are beautiful and fresh The unique charm of the original form; the beautiful scenery of Jinxiu Shengtang Mountain with thousands of acres of color-changing azaleas (Dayao Mountain) and the world-famous Yao customs, the beautiful scenery of Rongshui Yuanbao Mountain (Damiao Mountain) and the original ecological Miao village customs, Beijiang waterscape and Goutan Miao Village The foundation of customs, the moving legend of Sister Liu becoming an immortal by singing songs and the antiphonal songs of the Zhuang people are all unique and charming national customs. Although there are many competitors in the surrounding area, no place has such a comprehensive and vivid original ecological lifestyle and rich folk customs of the four ethnic groups. This makes it possible for Liuzhou to build a "Chinese ethnic customs tourist destination".

5. Breaking through the deadlock requires a surprise victory, and strategy and courage are especially important

1. At present, Liuzhou tourism is still in a deadlock that has not resolved the situation. Where to start can we quickly break through and form unique selling points and core competitiveness. Through the core concept, overall image and leading projects, we can drive the overall situation and quickly generate comprehensive benefits and virtuous cycles. This is the primary issue currently facing Liuzhou Tourism.

2. Planning is a long-term guidance document, but for the government, it is an inevitable choice to achieve initial results in one year and major results in three years. Therefore, to promote the development of the tourism industry as soon as possible, we must establish the destination image and form a central theme; lock key target source markets and launch flagship tourism products and route arrangements; use advanced integrated communication and marketing strategies to plan and implement activities with wide influence , making the hype and promotion create a sensational effect, thereby winning by surprise; at the same time, focusing on the central theme, we plan high-quality projects and step up investment promotion and investment construction.

3. We believe that based on the current reality, the Liuzhou Municipal Government should promptly do the following work:

First of all, determine the core concept and theme of Liuzhou as a tourist destination;< /p>

Second, determine the image of Liuzhou as a tourist destination, creatively design image slogans, and plan image communication plans;

Third, determine the main products within three years, complete planning, formulate and Implement product upgrading plans, product innovation and development plans and supporting infrastructure construction plans;

Fourth, determine targets and opportunity markets, and form the main customer source market target in the past two years;

Fifth, formulate marketing strategies and marketing implementation plans, including strategies, marketing channels, promotional activities, publicity and hype plans, etc.;

Sixth, carry out image communication, marketing (including promotions), events Investment promotion and operation of activities and projects.

Seventh, Guangxi Tourist Caravan is by far the most successful example of full-course tourism planning, integration and marketing in my country. It has pioneered domestic tourism publicity and promotion.

Liuzhou’s image marketing can make full use of the traditional national concept of Gypsy parades in caravans, singing, dancing, publicizing and harvesting all the way. This singing and dancing way of cruising is also in line with the "customs" "Liuzhou" overall image.

In 2002, the Guangxi Tourist Caravan was market-operated and the naming rights were transferred to Liuzhou Liangmianzhen Group Company for 2.8 million yuan. The logo of this caravan was 4 major features: the natural scenery represented by Guilin’s landscape. The scenery includes Beibu Gulf scenery represented by Beihai Silver Beach, Guangxi minority customs represented by Miao, Yao, Dong and Zhuang, and Sino-Vietnamese border scenery.

Therefore, Liuzhou was taken advantage of. Liuzhou spent 2.8 million yuan without any publicity for itself. "Style Liuzhou" should be designed into the Guangxi caravan parade, which is a very practical resource.

There are many well-known enterprises in Liuzhou, such as Liangmianzhen Group, Liuwei, Wuling, and Jinsangzihoubao (most suitable for the "style Liuzhou" hometown of singing and dancing). Therefore, naming rights is also an important way to market Liuzhou. Choose one.

6. Tourism in Guilin, Nanning, and Beihai has fully blossomed. Under the squeeze, it has become inevitable for Liuzhou tourism to rise to the next level

In the Guangxi axis of Guilin, Liuzhou, Nanning, and Beihai Guilin is the leader in tourism. As a pillar industry, it has successfully launched a second time and entered a new virtuous cycle stage. Beihai has placed tourism as a leading industry, using tourism to promote digestion and develop hot industries. The remaining problems have formed a new development trend; Nanning used folk song festivals as a promotional tool, combined with urban construction, to create a unique path without tourism resources; Liuzhou is located between southern Guangxi and the surrounding tourism boom. Wenxia, ??driven by government leadership and driven by innovative ideas, will surely reach a big level within one or two years.

(2) Planning ideas for Liuzhou’s tourism image and marketing

1. Key tourist source markets:

1. This year’s main target markets: the Pearl River Delta, Hong Kong and Macao;

2. Next year’s expansion target markets: Pearl River Delta, Hunan, Guizhou, Shanghai, Beijing, Fujian, Hong Kong, Macao and Taiwan, South Korea, Japan, Vietnam;

2. Marketing strategy ：

1. Bundled sales strategy with Guilin:

Focus on the greater Guilin tourism circle, carry out bundled marketing of line series and product combinations with Guilin, and use the Pearl River Delta, Hong Kong and Macao travel agents As the main distributor, with Guilin Travel Agent as the auxiliary distributor, the individual traveler market sales as the main sales channel, and tourism distribution as the important auxiliary sales channel, adjust the products to meet the requirements of Guilin Travel Agent and other travel agents and individual traveler market ; Carry out promotion and publicity in Guilin to introduce tourists from Guilin; introduce Guilin tourism professionals, management experience and funds to develop scenic spots and tourist souvenirs.

The Guilin and Liuzhou Tourism Cooperation Committee was established, with Guilin in front and Liuzhou in the back, with Guilin as the red flower and Liuzhou as the green leaf, and a joint marketing agreement between Guiliu and Guilin was signed.

2. Customs marketing strategy:

It is impossible for Liuzhou to compete with Guilin in selling landscapes. Liuzhou’s unique selling point is its national customs. Therefore, Liuzhou tourism marketing must adopt customs marketing in order to The ethnic customs include Jiangbin-Yufeng Mountain-Ma'anshan, Longtan-Luowei, Beijiang-Miao Village, Sanjiang Dong Village, and Shengtang Mountain-Yao Village. Custom marketing must be based on human themes, rely on folk customs, use scenery as the background, use scenic spots as the stage, use activities as the plot, and use living folk customs and culture to happily market food, housing, transportation, travel, entertainment, and shopping. .